Abstract
The evolution and advances in technology bring with them a strong necessity of fast adaptation of the multiple industries and sectors, in order to meet market requirements. This paper is a case study based on qualitative research, which addresses the implementation of an automated system in a Portuguese pharmacy. The aim was to understand how these systems work, and what advantages and disadvantages exist as well as to understand what awaits us in the future in the pharmaceutical field through the analysis of a real example. A personal interview was performed, in January 2018, with the owner and director of the Giro pharmacy; a session of passive observation was also realized. The aim was to learn about and observe the implementation of an automated system for the distribution of products from storage. The advantage of the system is that it allows for a more personalized service, as the employee does not need to be absent at any time during the delivery of the service. Innovation and its source was also a topic during the interview. International contacts and observing how firms function in other countries which are technologically more advanced (e.g. in Germany) were revealed as being important.

Abstract
How to handle big amounts of data with several structures in an efficient way has been the key point of Big Data. The appearance of Hadoop has been a breakthrough in this field, by allowing to perform an analysis of important volumes of data, without the need of large supercomputers, but through commodity hardware complemented with a set of powerful software tools. The computing advantages provided by this new technology have made it very popular in a massive amount of areas and one of them is health data management. The purpose of this paper is to analyze the state of the art on Hadoop and its ecosystem, as well as to determine how it is possible to use the strength of these technologies, not only to analyze health data but also to reveal hidden information that can explain medical records in a better way. In particular, our work will be focused on determine how, behind veterinary data, there is an influence of the environmental changes.

Abstract
Augmented reality (AR) technologies are reaching a maturity level where organizations in various business sectors can successfully incorporate them in their business activities. On its more developed spectrum, AR can deliver immersive multisensory environments in a 360 degrees virtual space. In what concerns the tourism sector, there are several possible applications of AR solutions with a significant prospect impact to organizations, tourists and, most importantly, territories. By acknowledging the issues associated with adopting disruptive information and communication technologies by activity sectors with less technology-awareness, in the current article we present a focused analysis to existing literature on the adoption of AR and, as a result of this, a conceptual model proposal aimed at explaining the adoption of AR by tourism related organizations with activity in low density territories.

Abstract
The objective of this paper is to examine the impact of dynamic capabilities (DCs) on competitiveness and performance of companies, considering the mediating role played by marketing capabilities (MCs) and innovation capabilities (ICs). The investigation of these effects is performed considering the moderating role of ambidexterity on the proposed relationships. This investigation advances a theoretical model tested using structural equation modelling (SEM). A 90-item questionnaire exploring the relationships between DCs and marketing and innovation was developed, and a total of 387 valid questionnaires were collected from a sample of Portuguese enterprises. The results show the existence of a positive direct and indirect influence of DCs on competitive advantage and performance variables as well as a direct impact on MCs and ICs. This study contributes to filling the gap in the existing research on the direct impact of DC's variables on competitive advantage and performance by considering mediating role of MCs and ICs.

Abstract
The main purpose of this paper is to help small businesses such as startups to successfully adopt and implement digital marketing as a strategy in their business plan. Given that many of these companies have a considerable number of fragile internal characteristics, such as a lack of access to financial capital while lacking also qualified human resources, they can't adopt a technology without first evaluating how it would affect them. With this in mind, this study will go through several stages of qualitative analysis to find the most relevant and important factors in the adoption of digital marketing in startups. We are looking to validate the results of each step with experts in the field; in order to do that an online focus group tool will be used so that the digital marketing specialists can propound their opinions.

Abstract
In the last decade, the use of smartphones has grown steadily. The way consumers interact with brands has changed owing to the accessibility of interne connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe's web advertising model and flow experience theory. Based on the data collected from 303 Portuguese respondents we empirically tested the conceptual model using a partial least squares (PIS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention.